Hailey Bieber Unveils Bold New Campaign, Leaving Kylie Jenner Astonished

Just days after setting the 2026 Met Gala ablaze in a Saint Laurent ensemble of gilded armor and royal blue, and gracing the highly influential cover of TIME magazine, Hailey Bieber has once again cemented her irreplaceable status as the ultimate "It Girl." This time, the founder of the Rhode beauty empire has been tapped to close a pivotal chapter for the luxury fashion house Alaïa. Following his resignation as Creative Director this past January, Pieter Mulier has officially unveiled his final contribution to the brand: a campaign starring Hailey Bieber as its primary face.

Hailey Bieber is the face of Alaïa's advertising campaign

The pictorial, part of the Summer/Fall 2026 "Archetypes" campaign, was lensed by photographer Tyrone Lebon at the Grace Mews gallery in London this February. Set within a minimalist, nearly monochromatic space, Bieber models a total of eight distinct looks, effectively highlighting the enduring synergy between artistic design and the fashion house's signature codes.

The most provocative element—and the primary catalyst for public discourse—is the audacious "no-pants" trend woven throughout the editorial. Of the eight featured ensembles, Bieber foregoes trousers in five. In one particularly daring shot, she wears absolutely nothing save for the brand's highly coveted mesh ballet flats. This level of audacity has not only left the fashion world in awe but also prompted close confidante Kylie Jenner to express her astonishment, exclaiming "Oh my God" in response to Bieber's fierce allure.

In one especially striking frame, Bieber dons a teal suede trench coat featuring a dramatic, soaring thigh slit, worn without undergarments beneath. It is a highly intentional styling choice by the brand, intended to reaffirm its philosophy of timeless design and the profound power found in simplicity.

In another shot, she sits on a glass chair wearing a vibrantly floral-printed leotard paired with black patent leather heeled thong sandals. According to Alaïa, without the need for artificial extravagance, Hailey's inherent magnetism effortlessly evokes the quintessential Alaïa woman—a flawless synthesis of sensuality and powerful beauty.

Pieter Mulier even took to his personal social media to share an image with the caption "Last One" to mark his departure. The chosen photograph features Bieber in a black leotard, maintaining the "no-pants" aesthetic, paired with the unconventional pink fringed knee-high socks that initially debuted on the Spring 2026 runway. The campaign not only pays homage to the Maison's core values, such as its sculptural designs and architectural silhouettes, but also breathes a modern vitality into them, exemplified by blooming red poppy motifs on a white bodysuit that clings like a second skin.

Selecting Hailey Bieber as the muse to cap off Mulier's illustrious five-year tenure at the Parisian fashion house is widely regarded as an impeccably fitting decision. Although tinged with the melancholy of parting, the campaign serves as a final, unexpected gift from Mulier to Alaïa aficionados, redefining the modern woman as confident, alluring, and boldly resilient amidst the purest of artistic values.